the shot they're running right now of mitt romney in the commercial looking at the camera probably is their most effective ad to combat this is this line the president and i both care about people that my plans will help them. interesting swing state ad it's running. >> what do you think of this, roland? >> the problem is not how the ad was portrayed, erick. the problem is that the words are coming directly out of mitt romney's mouth. when he calls folks victims, when he talks about in terms of all they want are free food, housing, things along those lives. if you're an american out there and you're struggling when it comes to your budget and groceries, you are concerned about that. the bottom line is mitt romney is not responding specifically to this ad. he tried to double down on it and own it. it hasn't helped him at all. what it does is it gives the perception that he is simply out of touch with the middle class. and that's the last thing you need when you're trying to pick up one, two, three points that you critically need in those battleground states. >> at the same time though,